m98 interim-report final english.docx copy...

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MEMO98www.memo98.sk|www.facebook.com/memo98.sk|[email protected]

0903581591(office),0905/493591(RasťoKužel),0905/895304(IvanGodársky),0905/581251(MarekMračka)

AUTHORS:IvanGodárskyRasťoKuželMarekMračkaTheprojectofmediamonitoringbeforethegeneralelectionswasconductedthankstothe support from theNational Endowment forDemocracy (NED), a fund focusing onincreasingoftheintegrityofelectionprocessesintheCentralandEasternEuropeaswell as by Civitates which supports a joint initiative by Democracy ReportingInternationalandMEMO98aimedatsignificantlystepupreal-timeunderstandingofsocialmediadynamicsbyprovidingatoolkitforsocialmediamonitoringinelectionswhichistobeofferedtoobserverorganisationsacrosstheEUandbeyond.Thetoolkitincludesprovidingtoolsandup-to-dateinformationtomonitortheinfluenceofsocialmedia during elections, a checklist for systematic monitoring of social media inelections, providing the basis for responsive advocacy and long-term advocacy forbetterregulation.Topreparethisreport,wehaveusedaccesstotheCrowdTangle,monitoringplatform,whichoffersaccesstopublicpagesonFacebook,Instagram,andReddit.1

1 CrowdTangle Team (2020). CrowdTangle. Facebook, Menlo Park, California, United States.

URL:https://apps.crowdtangle.com/memo98/lists/pages



Tableofcontents

HIGHLIGHTS 5

FACEBOOK...........................................................................................................................................7

TOP10+POLITICIANSONTHEPOLITICALPARTIES’LISTOFCANDIDATES...............13

INSTAGRAM.....................................................................................................................................19

POLITICALSUBJECTS....................................................................................................................19LEADERSOFPOLITICALPARTIESANDMOVEMENTS..........................................................................23

METHODOLOGY..............................................................................................................................27

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INTRODUCTIONIn recent years, themanner of howpeople receive politicalmessages have changedprofoundlyalsoinrelationtothegrowingimpactofsocialmedia.Thesechangesalsobrought with them some negative phenomena, such as a substantial increase inunverified, decontextualized, and manipulative information, which confirms manyindividuals’prejudicesandbiases.Weincreasinglyrealizethatthankstosocialmedia,variousstakeholdersmaytakeadvantageoftheexistingsocialdivisionsinthesocietyeither by conducting their activity form behind the borders (as witnessed morenoticeablyforthefirsttimeduringtheUSpresidentialelectionin2016),orbeingactivedirectlyinthecountrywheretheelectionsareheld.Experiencefromseveralcountriessuggeststhattheriskofabuseincreasesseveral-foldinaperiodofintensifiedpoliticalandsocialengagement,suchaselections.Socialmedia,aswellasdisinformation,aregivenanincreasedshareofattentionasapotentialthreattotheintegrityofelections.Anincreaseintheinfluenceofsocialmediaalsobringswithitsomeadvantages–thepossibilitytoobtaininformationdirectlyfromthesourceintheformandvolumethatthesocietyonly learns toacceptandreflect inameaningfulway.Duringanelectioncampaign, this provides the candidateswith the possibility of immediate and directcommunicationwith voters or votermobilization. Socialmedia have become a veryimportant sourceof political information andmessages in general, and all themoreduringelections– theycompletelyreset theperceptionofpolitics,whenthe filteroftraditionalmediaisdropped.Thesewereamongthemainreasonswhywedecidedtoanalyze in greater detail during the upcoming Slovak parliamentary elections themannerhowvarioussocialmedianetworksareusedduringthecampaign:whethertoincreaseandimprovevoters’awareness,theirmobilizationortospreaddisinformationorevenoutrightlies.Givenourtwo-decades-longinternationalexperiencewithmonitoringmediacoverageduringelections,wedecided toworkout amethodologyof socialmediamonitoringduring elections. Our expert participated in aworking group led byDRI todesign a methodological concept for social media observation.2 ThisconceptwastestedtogetherwithDRI during themonitoring of the recent elections inAustria, Croatia, Portugal,Poland,andRomania.AccordingtothereporttitledDigital2019–Slovakia3,therewasatotalof2.7millionactive users of social media in Slovakia in 2019, while in terms of the potentialadvertising reach, Facebook (2.6 million) and Instagram (1.1 million) are the most

2 ‘‘Supporting Democracy’’ is an EIDHR–funded technical assistance program working with EU

Delegations (EUDs) to strengthen the role of local civil society in advocating and monitoring democratic accountability.

3 Thewholereport(issuedinFebruary2019),elaboratedbyWearesocialandHootsuiteisavailableathttps://www.slideshare.net/DataReportal/digital-2019-slovakia-january-2019-v01



widespread socialmedia networks.4 While the TV still continues to be the primarysourceofinformationonpoliticsformostpeople,therelevanceandtheroleofsocialmediahasalsobeengrowinginSlovakia.Thisfact,togetherwiththeabove-mentionedreasons,inspiredustoincludealsoFacebookandInstagraminourelectionmonitoringtogetherwithTVchannels(thathavebeenmonitoredinSlovakiasince1998).Our first report analyzes the period starting on the date of the decision on theannouncement of the parliamentary elections (5 November 2019) until 26 January2020andfocusesonFacebookandInstagram.Inthisreport,wemonitoredtheactivity(numberofposts)aswellasinteractions(totalno.ofreactions,comments,andshares)withpoliticalparties,theirleaders,andtopcandidates.Inthefollowingreports,whichweareplanningtoissuebeforetheelections,wewillpresentthecontentanalysisoftopicsandspecificnarratives,whichtherespectivestakeholderswillbeusingduringthecampaign.WewillpublishtheresultsofmonitoringthenationalTVchannels,onlinebranchesofmediaaswellastheabove-mentionedsocialmedia.Whenevaluatingtheactivityofpoliticalstakeholdersonsocialmedia,itshouldbenotedthat some parties and candidates boost some of their posts using paid advertising,whichhasanimpactonthepostreach,andthismayamplifytheimpressionof‘success’.In one of the following reports, we will also analyze paid political advertising onFacebook.

HIGHLIGHTS

• In themonitoredperiod,politicalpartiesgenerated4013Facebookposts,whichaveragesataround300postsperweek.OnInstagram,thetotalreached1007posts,which was around 75 posts per week. We registered increased activity on themonitoredpages,mainlyafterthebeginningofJanuary.

Facebook • Amongthepoliticiansrankingatthetoppositionsintheircandidatelists,Marián

KotlebapublishedthelargestnumberofpostsonhisofficialFacebookpage(445),followedbyMichalTrubanandMiroslavBeblavý(botharound300).OtheractivepoliticiansintermsofthenumberofpublishedpostsalsoincludedthechairmanofSlovenskéhnutieobrodyRobertŠvec, followedby JozefPročkoaswellasĽubošBlaha.

• ĽubošBlahahad the largestnumberof interactionswithhisposts (approx. 800thousand),anditshouldbenotedthatinhiscase,thetrendisratherlong-standing.He is followedby thePrimeMinisterand leaderof the slate forSMER-SD,Peter

4 Whenitcomestoothersocialmedia,Snapchathasanadvertisingreachof277500andTwitterof

145000usersinSlovakia.DataforLinkedIn(advertisingreachof570000)isrelatedtoregisteredmembersandcannot,therefore,bedirectlycomparedtoothersocialmedia.

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Pellegrini,andMichalTruban(bothover300thousandinteractions),MilanUhrík,andAndrejKiska.

• ThelargestnumberofpostshavebeenpublishedbyOĽANO(333)ontheofficialFacebookpageofthispoliticalmovement,followedbySPOLUpoliticalparty,SMERodina, MOST–HÍD, Sloboda asolidarita (SaS) and Za ľudí. When it comes tointeractions,thehighestfigurewasmonitoredforOĽANO(around495thousand),followedbySMER-SD,SMERodina,SNS,andSaS.

• Asfor individualposts,thelargestnumberof interactionswasregisteredforthe

post by OĽANO “AKTUÁLNE PRED POČIATKOVOU VILOU NA FRANCÚZSKEJRIVIÉRE“(Rightnowoutsidethevillaofex-ministerPočiatekintheFrenchRiviera),whichwasboostedbyOĽANOonFacebookandInstagramwithabudgetofapprox.€4500.Stilllookingatindividualpostsbycandidatesandparties,thepostbyAndrejKiska“AHOJROBERT“(Hi,Robert)follows.ItwasalsoboostedbytheZaľudípartyonFacebookwithabudgetofroughly€400.Thethirdpostintermsofthenumberof interactions was published by SMER–SD under the name “OTVORENÝ LISTKISKOVI-ODPOVEĎNAJEHOLISTROBERTOVIFICOVIAHOJANDREJ“(AnopenlettertoMr.Kiska–ananswertohis lettertoRobertFico)whichwasboostedbySMER-SDwithabudgetofupto€6000.

Instagram • The largest number of Instagram posts in themonitored periodwas posted by

AndrejDanko(130),followedbyMiroslavBeblavý(109)andAndrejKiska(79).

• Weobservedthelargestnumberofinteractions(thetotaloflikesandcomments)for Andrej Kiska (more than 122 thousand), followed by Peter Pellegrini, whileBorisKollárcamethird,eachwithapproximatelyhalfthenumberofinteractionsbyA.Kiska.Whenitcomestothepopularityoftherespectivepostsdefinedbythetotalnumberoflikes,AndrejKiskadominatedinthisrespect.

• Thelargestnumberof InstagrampostswherepublishedbytheSNSparty(168),followedbySMERodina,Za ľudí, Slovenskéhnutieobrody, andSPOLU.When itcomesto interactions, thehighestnumberwasregistered forZaľudí(almost29thousand),followedbyOĽANO,SMERodina,ProgresívneSlovenskoandSPOLU.

• WhenlookingattherankingofInstagrampoststhatobtainedthelargestnumberofinteractions,thepostsbyA.KiskaorhispoliticalpartyZaľudídominatedquiteclearly.AsmanyasfourpostsinthetopfivewereactuallypostedbyA.Kiska.Theformerpresidenthasfivepostsinthetop10,whiletwopostswerepublishedbyPrimeMinisterP.PellegriniandM.Truban,B.Kollár,andOĽANOpostedoneeach.



FACEBOOK POLITICALPARTIESANDMOVEMENTSAlmostthreemonthshavepassedsincetheofficialbeginningoftheelectioncampaign,andbasedonouranalysis,wehaveobservedatrendofgradualincreaseinthenumberof posts on the official pages of the monitored political parties. While we found adeclining activity during the second half of December (Christmas season) across allsubjects,fromtheearlyJanuary,onecaneasilyseethatpoliticalpartiesandmovementslaunched the final stageof thecampaignalsobasedon theactivityof themonitoredpages.Chartno.1TOTALNUMBEROFPOSTSBYPARTIESANDTHEIRSTRUCTURE(5.11.2019-26.1.2020)

Intheperiodmentionedabove,themonitoredpoliticalpartiesgeneratedatotalof4013posts,whichaveragesat300postsperweek.Whenitcomestothestructureofposts,the largest number of posts featured photos (45.8%), followed by posts with links(25.1%), Facebook videos (21.1%), Facebook Live (4.6%) and then text-only posts(onlytext–2.4%).Chartno.2TOTALNUMBEROFINTERACTIONSWITHVARIOUSTYPESOFPOSTSBYPARTIES

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Inouranalysis,wealsomonitoredinteractionswiththeposts,inotherwordshowmuchengagementtheygeneratedonthegivenplatform-howmanyreactions(emoticons),shares, or comments. In themonitored period, we registered a total of 1795 410interactions, with the following breakdown in terms of different types of posts:interactionswithphotos(42%),Facebookvideos(34.5%),FacebookLive(11.67%)andpostswithlinks(10.74%).Chartno.3TOP20POLITICALPARTIESINTERMSOFTHENUMBEROFPOSTS



In the monitored period, the political movement titled Obyčajní ľudia anezávisléosobnosti(OĽANO)publishedthehighestnumberofpostsonitsofficialFacebookpage(333posts), followedbySPOLU (303),SMERodina (240),MOST–HÍD (234),Slobodaasolidarita (218)andZaľudí (215).Lookingatthepoliticalpartiesfromthecurrentgovernmentcoalition,MOST-HÍDandSNSbothpublished191posts,followedbySMER-SDwith135posts.Chartno.4TOP20POLITICALPARTIESWITHREGARDSTOTHENUMBEROFINTERACTIONS

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Whenitcomestointeractions(thetotalofreactions,commentsandshares),thehighestnumber was achieved by OĽANO (494 300), followed by SMER-SD (249 900), SMERodina(213800),SNS(172800),andSaS(110098).Ifwetakeacloserlookatthereactionstoposts,thehighestnumberwasagainacquiredbyOĽANO(344300),SMER-SD(171924)camesecondandSMERodina(164,400)camethird.OĽANOalsoenjoyedthe largestnumberofshares(80700)andcomments(69294).



THE POST BY OĽANO TITLED “AKTUÁLNE PRED POČIATKOVOU VILOU NAFRANCÚZSKEJRIVIÉRE”(Right now outside the villa of ex-minister Počiatek in the French Riviera) SOURCE:FACEBOOKPAGEOFOĽANO

Among, the individualposts, the largestnumberof interactionswasacquiredby thepost from OĽANO “AKTUÁLNE PRED POČIATKOVOU VILOU NA FRANCÚZSKEJRIVIÉRE“,whichwaspublishedon20JanuaryandboostedonFacebookandInstagramwithabudgetofapprox.€4500.Bythetimethisreportwaswritten(30January2020),theposthadhadmorethan1.5millionviews,over30thousandreactions,andmorethan6thousandcommentswithalmost21thousandshares. THE POST BY THE ZA ĽUDÍ PARTY TITLED “AHOJ ROBERT” (Hi Robert) SOURCE:FACEBOOKPAGEOFZAĽUDÍ

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Lookingatallthepostsbycandidatesandpoliticalparties,thesecondmostsuccessfulwasthepostbyA.Kiska(AHOJROBERT)publishedon15January(boostedbytheZaľudí party on Facebookwith a budget of approx. €400). By the time ofwriting thisreport, this particular post had acquired almost 28 thousand reactions, around 4thousandcommentsand6thousandshares. THEPOSTBYTHESMER-SDPARTYTITLED“OTVORENÝLISTKISKOVI-ODPOVEĎNAJEHOLISTROBERTOVIFICOVIAHOJANDREJ” (“An open letter to Mr. Kiska – the answer to his letter to Robert Fico”), SOURCE:FACEBOOKPAGEOFSMER-SD



ThethirdpostwiththehighestnumberofinteractionswastheanswerbythechairmanofSMER-SD,RobertFicototheletterbyAndrejKiska,titled“OTVORENÝLISTKISKOVI- ODPOVEĎ NA JEHO LIST ROBERTOVI FICOVI AHOJ ANDREJ”, which was alsopublisheddon15January(boostedonFacebookwithabudgetofupto€6000).Atthetime of writing this report, this particular post had around 18 thousand reactions,roughly6thousandcomments,and5thousandshares. TOP10+POLITICIANSONTHEPOLITICALPARTIES’LISTOFCANDIDATES

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Inthissection,wemonitoredthepublicpagesofthetoptencandidatesofallpartiesparticipatingintheelections(providedtheyhaveapublicFacebookpage–moreover,we added also other candidates who had 10 000 or more followers at the time ofmonitoringaswellasSlovakMEPs(MembersoftheEuropeanParliament)whomeettheaboveconditiononthenumberoffollowers.Just like in the case of pages of political parties, alsowhenmonitoring the pages ofselected politicians, we observed how many posts they generated during the firstmonitoringperiod.Atotalof148Facebookpagesofmonitoredpoliticianspublished9533postsduringtherelevantperiod,whichrepresentsanaverageofaround705postsperweek.Whenitcomestothestructureofposts,photosdominated(54%),followedbylinks(21%),Facebookvideos(17.5%),andtext-onlyposts(4.5%).Chartno.5THE TOTAL NUMBER OF POSTS: TOP 10+ POLITICIANS AND THE RELATEDSTRUCTUREOFPOSTS



Chartno.6TOTALNUMBEROFINTERACTIONSWITHTHEPOSTSBTOP10+POLITICIANS

Similar topoliticalparties,also in thecategoryof selectedpoliticians,wemonitoredinteractionswiththeirposts,inotherwordswhatengagementtheygeneratedonthisplatform and howmany reactions, shares, or comments they had. In themonitoredperiod, we registered a total of 5 496 244 interactions, while people most ofteninteracted with photos (53%), followed by Facebook videos (25.5%), and text-onlyposts(9.5%).Chartno.7TOP20POLITICIANS (from theTOP10+ category) INTERMSOFTHENUMBEROFPOSTS

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Marián Kotleba, the chairman of ĽS Naše Slovensko (ĽSNS) published the highestnumberofpostsinthemonitoredperiod:hepublishedatotalof445postsonhisofficialFacebook page. Leaders of the PS/SPOLU coalition, Michal Truban (301 posts), andMiroslavBeblavý(295)camesecondandthird.OtheractivepoliticiansintermsofthenumberofpostsalsoincludedchairmanofSlovenskéhnutieobrody,RobertŠvec(277),candidateforOĽANO,JozefPročko(270)aswellasĽubošBlaharunningonthelistofSMER-SD(189).



Chartno.8TOP20POLITICIANS (from theTOP10+ category) INTERMSOFTHENUMBEROFINTERACTIONS

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ĽubošBlahafromSMER-SDacquiredthelargestnumberofinteractions(792853),anditshouldbenotedthat inhiscase,weobservea long-standingtrendofgeneratingalargenumberofinteractions.PrimeMinisterandleaderofSMER-SD,PeterPellegrini,camesecondbehindhisfellowpartymember,ashispostsgeneratedlessthanhalfthenumberofMr.Blaha’sinteractions(355250).Other politicianswith amajor number of interactions in thismonitoredperiod alsoincludedMichalTruban(321106),MilanUhrík(282526),AndrejKiska(279186),JozefPročko(253183)andŠtefanHarabin(250989).It isofinterestthattheformerPrimeMinisterandthecurrentchairmanofSMER-SDpublished only 55 posts on his official page that generated as many as 232 830interactions.



INSTAGRAM

POLITICALSUBJECTSSimilartoFacebook,alsowhenanalyzingInstagram,weobservedthetrendofgradualincrease in the number of posts on the official Instagram pages of the monitoredpolitical parties,while alsowitnessing decreasing activity during the second half ofDecemberandareboundinthenumberofpostsstartinginearlyJanuary.Chartno.9TOTALNUMBEROFPOSTSBYPOLITICALPARTIESANDTHEIRSTRUCTURE(5.11.2019-26.1.2020)

Looking at themonitoring period, political parties generated a total of 1007 posts,whichrepresentsanaverageof75postsperweek.Whenitcomestothestructureofposts,mostofthemweregeneratedintheformofaphoto(59%),followedbyphotoalbums(29%),InstagramTV(6.5%),andvideoposts(6%).Just like in the case of Facebook, also on Instagram, we monitored the number ofinteractionswiththeposts.ForInstagram,thisrepresentsthetotaloflikes(thumbsup)andcomments.Inthemonitoredperiod,weregistered119600interactions,whiletheusersreactedprimarilytophotos(57%),photoalbums(34.5%),InstagramTV(4,5%),andvideo(4%).

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Chartno.10TOTALNUMBEROFINTERACTIONSWITHVARIOUSTYPESOFPOSTSBYPOLITICALPARTIES

Chartno.11TOP20POLITICALPARTIESINTERMSOFTHENUMBEROFPOSTS



In the monitored period, SNS generated the largest number of posts on its officialInstagrampage (168posts), followedbySMERodina (114),Za ľudí (104),Slovenskéhnutieobrody (100)andSPOLU (64). Lookingat thepartiesof the incumbent rulingcoalition,exceptforSNSmentionedabove,SMER-SDpublished31postswhileMost-Hídgenerated22.

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Chartno.12TOP20POLITICALPARTIESINTERMSOFTHENUMBEROFINTERACTIONS



Whenitcomestointeractions,thelargestnumberwasacquiredbyZaľudí(28873),OĽANO(21220),SMERodina(17113),ProgresívneSlovensko(16452)andSPOLU(9076).IntherankingofInstagrampostswiththehighestnumberofinteractions,postsbyA.Kiskadominated (combinedwith theposts byhis partyZa ľudí). The top fivepostsfeatureasmanyasfourpostsbyA.Kiska(thatincludesthefirstandsecondpositions).The top ten posts featured five posts by the former president (A. Kiska), two by P.PellegriniandM.Truban,B.Kollár,andOĽANOhadoneeach.LeadersofpoliticalpartiesandmovementsInthiscategory,wemonitoredthepublicpagesofleadersofpartiesandpartychairs(ifnotleadersofthecandidatelists)ofcontestantsrunningintheelections(providedthattheyhaveapublicInstagrampage),whichrepresentsatotalof28pages.Justlikeinthecaseofpagesofpoliticalparties,alsoonthepagesofselectedpoliticians,wemonitoredthenumber of posts generatedduring the firstmonitoringperiod.On28 Instagrampagesofthemonitoredpoliticians,weregisteredatotalof758posts,whichmeansanaverage of 56 posts perweek.When it comes to the structure of the posts, photos(58.5%)andphotoalbums(27.70%)dominatedwhileInstagramTVandvideoswerefallingbehindsubstantially(eachcategorywith7%).

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Chartno.13TOTALNUMBEROFPOSTSBYPOLITICALLEADERSANDTHEIRSTRUCTURE

Chartno.14TOTALNUMBEROFINTERACTIONSWITHPOSTSBYPARTYLEADERS

Similar to political parties, also the leaders were monitored for the number ofinteractionswith theirposts, inotherwords theengagement theygeneratedon thisplatform. In the monitored period, we registered 359 400 interactions, with thestructuresimilartothatofinteractionswithpoliticalparties:photosclearlydominated(61%) followedbyphotoalbums(29%),whilevideo(6%)andInstagramTV(4,5%)wereusedtoamuchmorelimiteddegree.



Chartno.15TOP20LEADERSINTERMSOFTHENUMBEROFPOSTS

Andrej Danko, the chairman of SNS, published the largest number of posts in themonitoredperiod-heposted130timesonhisofficialpage.ThenfollowedthechairmanofSPOLU,MiroslavBeblavý(109posts),andchairmanofZaľudíparty,AndrejKiska(79posts).

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Chartno.16TOP20LEADERSINTERMSOFTHENUMBEROFINTERACTIONS

AndrejKiska,theformerpresident,acquiredthelargestnumberof interactions(122500).PeterPellegrinifromSMER-SDcamesecond(63800),whileBorisKollárfromSMERodinaendedupthird(61200).



METHODOLOGY

MEMO98hasbeenactivelyinvolvedinmonitoringthemediacoverageofelectionsinSlovakiaaswellasinternationallyonalong-termbasis,mostrecentlyduringthe2019presidentialelection.5Thisreportcomesasthefirstoneintheseriesofanalysesofmediaactivityandcoverageofcandidates,politicalpartiesandmovementsrunningintheelections,theirleaders,aswellasselectedpoliticiansinthecampaignfortheupcomingparliamentaryelections.BythedecisionofAndrejDanko,theSpeakeroftheSlovakNationalCouncil,thedateofgeneralelections2020wasannouncedon4November2019,andtheelectioncampaignstartedofficiallyon5November2019.Thisreportcoverstheperiodof12weeks, inotherwordsalmostthreemonthsbetween5November2019and26January2019,one month before the campaign will finish (on 27 February, the 48-hour electioncampaignsilencebegins).The report reflects theactivityof thepoliticalpartiesandcandidates running in theelections focusing on the two most popular social media networks in Slovakia,Facebook,andInstagram.Thefollowingcategoriesweresubjecttotheanalysis:Facebook(‘publicpages‘)6:

o PartiesPartiesrunningintheelections(26)andsimultaneouslythepartiesthatareapartofsomecoalitionsrunning intheelections(OĽaNOandKresťanskáúnia,NOVA,Zmenazdola,aswellastherespectivepartiesintheMagyarKözösségiÖsszefogás - Maďarská komunitná spolupatričnosť party, which comprisesStrana maďarskej komunity - Magyar Közösség Pártja, Összefogás –SpolupatričnosťandMagyarFórum-Maďarskéfórum).Thirtyoutofthetotalofthirtyonepoliticalpartiesandmovementsrunningintheelectionshavetheirownpublicpages;

o CandidatesThetop10candidatesfromeachlist,aswellasothercandidateswhohaveatleast 10 thousand followers on their public page and simultaneously SlovakMEPs,whomeet the conditionon10 thousand followers. In total, 148publicpagesofcandidateshavebeenanalyzed;

Instagram(Instagramaccountsaccessibletothepublic):

o PartiesPartiesrunningintheelections(26)andsimultaneouslyandsimultaneouslythepartiesthatareapartofsomecoalitionsrunningintheelections(OĽaNOandKresťanskáúnia,NOVA, Zmena zdola, aswell as the respectiveparties in the

5 Duringthecampaign,twomonitoringreportswereissuedon13March2019and27March2019;

thesereportsweresimultaneouslyapartofabroadernon-governmentalactivityincooperationwithGLOBSEC,SSPI,andSTRATPOL.

6 Publicpageswhichwereinactivefromthestartof2019weredisregarded.

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Magyar Közösségi Összefogás - Maďarská komunitná spolupatričnosť party,which comprises Strana maďarskej komunity - Magyar Közösség Pártja,Összefogás– SpolupatričnosťandMagyarFórum -Maďarské fórum).Twentyfour out of the total of 31 political parties and movements running in theelectionshavetheirownpublicaccounts;

o LeadersLeaders of the candidate lists aswell as chairs of the parties running in theelections,iftheyareincludedonthelists.26outofthetotalof36leadersandchairshavepublicInstagramaccounts;intotal,28accountsweresubjecttotheanalysis7;

Apost8andaninteraction9representedthemonitoredunits.Toensureconsistency,thedatawascollectedandevaluated3daysaftertheendofthemonitoredperiodbywayofCrowdtangle.10

7 FrantišekGöghandMarianKotlebahavetwopublicaccounts.8 ApostonFacebookisdefinedaseveryindividualstatus,link,photo,oravideo(FBvideo,FBLive,

YouTubevideo,oranothervideo).ApostonInstagramisdefinedasanindividualphoto,photoalbum,video,oranIGTVvideo.

9 AninteractiononFacebookisdefinedaseveryindividualreaction(anemoticon-like,love,ha-ha,wow,sad,angry),commentandshare.AninteractiononInstagramisdefinedaseveryindividuallike,orcomment.

10 "ThisdatacitedissourcedfromCrowdTangle,asocialmediaanalyticstoolownedbyFacebook.CrowdTangletrackspublicpostsonFacebook,InstagramandReddit,madebypublicaccountsorgroups.Thetooldoesnottrackeverypublicaccountanddoesnottrackprivatepagesorgroups,sothisdataisnotrepresentativeofperformanceacrosstheentireplatform.Thenumbersshownhere reflect public interactions (likes, reactions, comments, shares, upvotes and three secondviews),butdonotincludereachorreferraltraffic.Itdoesnotincludepaidadsunlessthoseadsbeganasorganic,non-paidpoststhatweresubsequently“boosted”usingFacebook’sadvertisingtools. Because the system doesn’t distinguish this type of paid content, note that some high-performingcontentmayhavehadpaiddistribution.CrowdTanglealsodoesnottrackpostsmadevisibleonlytospecificgroupsoffollowers."

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